Research Article
Year 2025,
Issue: 7, 301 - 320, 30.06.2025
Abstract
Embedded insurance is an innovative distribution model in which insurance products are offered directly integrated into the sales process of a good or service. With the acceleration of digitalization, this model has made insurance more accessible for individuals, while offering new partnership opportunities and revenue models for insurance companies and digital service providers.
Due to the model's novelty and the rapidly evolving variety of applications, many legal systems have not yet established a clear and definite legal framework for embedded insurance, nor has it been the subject of an independent legal study. Similarly, in Turkish law, a systematic legal analysis of this model has not yet been undertaken, and it has not sufficiently developed as an independent field of research. In this study, within the context of these uncertainties, the legal dimension of the embedded insurance model is examined comparatively with German and European Union law, and the current situation in Turkish law is evaluated. In this context, particular attention is paid to the legal basis on which online sales platforms offer insurance products; furthermore, the legal status of these sales platforms in relation to insurance contracts, and whether the activities they carry out can be considered as insurance intermediation, are also discussed.
References
- ACAR, H. (2008). Türk Hukukunda Sözleşmedeki Haksız Şartlar. Erciyes Üniversitesi Hukuk Fakültesi Dergisi 3 (2), 263-289.
- ASLAN, A. (2022). Sigortacının Bilgilendirme ve Aydınlatma Yükümlülüğü. Hacettepe Hukuk Fakültesi Dergisi 12 (Özel Sayı), 338-359.
- ATAMER, Y. M. (2004). Genel İşlem Şartlarının Denetiminde Yeni Açılımlar. Prof. Dr. Necip Kocayusufpaşaoğlu’na Armağan (1. b.) Ankara.
- AYDIN, R. (2016). Tüketici Sözleşmelerindeki Haksız Şartlar (TKHK m. 5). Erciyes Üniversitesi Hukuk Fakültesi Dergisi 11 (1), 83-123.
- BRAVO, J. M. (2021). IDD and Distribution Risk Management. Insurance Distribution Directive (AIDA Europe Research Series on Insurance Law and Regulation, (Cilt 3). (P. Marano, K. Noussia Düzenleyenler) Italy, 349-369.
- ÇINAR, Ö. (2009). Tüketici Hukukunda Haksız Şartlar (1. b.) İstanbul.
- DEUTSCHER REISEVERBAND E.V (2016). Stellungnahme zum Referentenentwurf des Bundesministeriums für Wirtschaft und Energie vom 21. November 2016 für ein Gesetz zur Umsetzung der Richtlinie (EU) 2016/97 des Europäischen Parlaments und des Rats vom 20. Januar 2016 über Versicherungsvertrieb, 1-6.
- ERDOĞAN, M. (2008). Teoride ve Uygulamada Fiyat Farklılaştırması Stratejileri. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 (1), 219-242.
- EKDİ, B. (2010). Ürün Bağlama ve Paket Satışlar Yoluyla Hakim Durumun Kötüye Kullanılması. Rekabet Dergisi 43, 79-129.
- DEVPRAKASH, C. (2023). Scope of Embedded Insurance in Redefining the Indian Insurance Sector. SSRN Electronic Journal, 1-11.
- HUNEBERG, S. (2021) What Can the Insurance Distribution Directive “Offer” the South African Microinsurance Model?. Insurance Distribution Directive (AIDA Europe Research Series on Insurance Law and Regulation, (Cilt 3). (P. Marano, K. Noussia Düzenleyenler) Italy, 219-251.
- KENDER, R. (2021), Türkiye’de Hususi Sigorta Hukuku (17.b.) İstanbul.
- LANDMANN, U. (2024). GewO § 34d Versicherungsvermittler, Versicherungsberater (von Landmann R., Rohmer G., Herausgeber) München, Gewerbeordnung und ergänzende Vorschriften: Gewerbeordnung - Kommentar (93. EL., Band I).
- LOHANI, S., ASTHANA, N., OSAMA, M. (2024). Data Analytics in Insurance Product Management. Journal of Artificial Intelligence General Science (JAIGS), 6(1), 594-599.
- ÖZDAMAR, M. (2008). Sigorta Brokeri ve Hukukî Niteliği. Ankara Üniversitesi Hukuk Fakültesi Dergisi 57 (3), 525-560.
- SANLI, K.C. (1999). Rekabetin Korunması Hakkında Kanun’da Öngörülen Yasaklayıcı Hükümler ve Bu Hükümlere Aykırı Sözleşme ve Teşebbüs Birliği Kararlarının Geçersizliği. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Özel Hukuk Anabilim Dalı, İstanbul.
- STANKEWITSCH, P. (2024). Tagungsbericht der Fachtagung des Arbeitskreises -Internationales Versicherungsrecht, Versicherungsaufsichtsrecht, Industrieversicherungen, Rückversicherungsrecht- in Obernai 2024, SpV, beck-online.
- REHMAN, I. U. (2024). Seamless İntegration: AI's Contribution to Embedded İnsurance in Property and Casualty. International Journal of Computer Techniques, 10 (2).
- SCHÖNLEITER, U.(2024). GewO § 34d: Versicherungsvermittler, Versicherungsberater (R. Landmann, G. Rohmer, Herausgeber) München, Gewerbeordnung (93. Ergänzungslieferung), beck-online. TEPECİK, F. (2018). Sözleşmelerde Asimetrik Bilgi. AndHD, 4(1), 21-33.
- WİLL, M. (2024). GewO § 34d Versicherungsvermittler, Versicherungsberater (Pielow JC, Herausgeber) München, BeckOK GewO (64. Auflage).
- Elektronik Kaynaklar
- BHAT, A. (2021). Embedded Insurance: Challenges and Opportunities’ (Insurance Thought Leadership, https://www.insurancethoughtleadership.com/customer-experience/embedded-insurance-challenges-and-opportunities, (E.T. 02.05.2025).
- CHUBB. Four Reasons to Add Embedded Insurance to Your Business Model, https://www.chubb.com/ie-en/business/resources/four-reasons-to-add-embedded-insurance-to-your-business-model.html, (E.T. 06.04.2025).
- CLEVENGER, S. (2025). Viewpoint: Turning the Embedded Insurance Challenge Into an Opportunity. Insurance Journal, https://www.insurancejournal.com/news/national/2025/04/28/821436.htm, (E.T. 01.04.2025).
- FARIDI, O. (2020). Embedded Insurance May Offer $3 Trillion Market Opportunity. Crowdfund Insider, https://www.crowdfundinsider.com/2020/12/170222-embedded-insurance-may-offer-3-trillion-market-opportunity-according-to-business-transformation-specialist-simon-torrance/, (E.T.01.05.2025).
- FRITSCH, L. (2022). The Future of Insurance, Embedded Insurance, https://www.embeddedinsurance.com/resources/future-of-insurance, (E.T. 25.05.2025).
- LUSARDI, G., GRANDE, V. (2024). Embedded Insurance Through Regulation and Digital Innovation. DLA Piper, https://www.dlapiper.com/en/insights/publications/derisk-newsletter/2024/embedded-insurance-through-regulation-and-digital-innovation (E.T. 06.04.2025).
- IHK OSTWESTFALEN ZU BİELEFELD (2024). Annexvermittler – Versicherungsvermittler in Nebentätigkeit nach § 34d Abs. 8 GewO, https://www.ostwestfalen.ihk.de/fileadmin/Dokumente/Sach-Fachkunde/Versicherungsvermittler/Annexvermittler_-_Versicherungsvermittler_in_Nebentaetigkeit_nach____34d_Abs._8_GewO.pdf, (E.T. 05.05.2025).
- JIA, R. (2024). Digital Platform Ecosystems in Insurance: Connecting with Customers in New Ways. The Geneva Association, (https://www.genevaassociation.org/sites/default/files/2024-09/digital_platform_report_0925_final.pdf E.T. 06.06.2025).
- JUNQUEIRA, T., NÁSSER, I. (2023). Embedded Insurance: Opportunities and Risks. Financier Worldwide Magazine, (https://www.financierworldwide.com/embedded-insurance-opportunities-and-risks, (E.T. 14.04.2025).
- KIERS, A., VAN WEENEN, R.(2023). Embedded insurance products: Regulatory considerations. DLA Piper, (https://www.dlapiper.com/en/insights/publications/2023/10/embedded-insurance-products-regulatory-considerations, (E.T. 05.04.2025).
- NORMAN, J. (2024). The Promises and Drawbacks of Embedded Insurance. Sedgwick, https://www.sedgwick.com/blog/the-promises-and-drawbacks-of-embedded-insurance/?loc=eu, (E.T. 16.04.2025).
- PAYSET (2024). What Is Embedded Insurance, (https://www.payset.io/post/what-is-embedded-insurance, (E.T. 01.05.2025).
- PWC LUXEMBOURG (2016). Insurance Distribution Directive-Set for 23 February 2018, but Need to Act Now!, https://www.pwc.lu/en/insurance/docs/pwc-insurance-100216.pdf, (E.T. 01.05.2025).
- SCHILLING-SCHULZ C. (2022) Do Group Insurance and Insurance Intermediaries Require a Licence? Lexology, https://www.lexology.com/library/detail.aspx?g=b4716b7c-fad7-438a-bfe6-24bacba90446, (E.T. 04.05.2025).
- THE FUTURE OF COMMERCE. Embedded insurance: What it is and the future of customer-centric insurance solutions, https://www.the-future-of-commerce.com/2022/03/31/embedded-insurance-definition-examples-benefits/ (E.T. 02.05.2025).
- TRAUM A. (2021). 6 Regulatory Issues Every Company Should Know About Embedded Insurance. Legaltech News, (https://www.law.com/legaltechnews/2021/05/24/6-regulatory-issues-every-company-should-know-about-embedded-insurance/, (E.T. 01.05.2025).
Year 2025,
Issue: 7, 301 - 320, 30.06.2025
Abstract
Gömülü sigorta (embedded insurance), sigorta ürünlerinin doğrudan bir mal veya hizmet satış sürecine entegre edilerek sunulduğu yenilikçi bir dağıtım modelidir. Dijitalleşmenin hız kazanmasıyla birlikte bu model, sigortayı kişiler yönünden daha erişilebilir kılarken, sigorta şirketleri ve dijital hizmet sağlayıcıları için ise yeni ortaklık alanları ve gelir modelleri sunmaktadır.
Modelin güncel oluşu ve hızla gelişen uygulama çeşitliliği sebebiyle, birçok hukuk sisteminde gömülü sigortaya ilişkin hukuki çerçeve açık ve kesin sınırlarıyla oluşturulamamış ve bağımsız bir çalışmaya konu edilmemiştir. Aynı şekilde Türk hukukunda da bu modele yönelik sistematik bir hukuki incelemeye henüz yer verilmemiş ve bağımsız bir araştırma alanı olarak yeterince şekillenmemiştir. Bu çalışmada, söz konusu belirsizlikler çerçevesinde gömülü sigorta modelinin hukuki boyutu, Alman ve Avrupa Birliği hukuku ile mukayeseli olarak incelenmiş ve Türk hukukundaki mevcut durum değerlendirilmiştir. Bu kapsamda, özellikle çevrim içi satış platformlarının sigorta ürünlerini hangi hukuki dayanakla sundukları incelenmiş; ayrıca bu satış platformlarının sigorta sözleşmeleri karşısındaki hukuki statüleri ile yürüttükleri faaliyetlerin sigorta aracılığı kapsamında değerlendirilip değerlendirilemeyeceği irdelenmiştir.
References
- ACAR, H. (2008). Türk Hukukunda Sözleşmedeki Haksız Şartlar. Erciyes Üniversitesi Hukuk Fakültesi Dergisi 3 (2), 263-289.
- ASLAN, A. (2022). Sigortacının Bilgilendirme ve Aydınlatma Yükümlülüğü. Hacettepe Hukuk Fakültesi Dergisi 12 (Özel Sayı), 338-359.
- ATAMER, Y. M. (2004). Genel İşlem Şartlarının Denetiminde Yeni Açılımlar. Prof. Dr. Necip Kocayusufpaşaoğlu’na Armağan (1. b.) Ankara.
- AYDIN, R. (2016). Tüketici Sözleşmelerindeki Haksız Şartlar (TKHK m. 5). Erciyes Üniversitesi Hukuk Fakültesi Dergisi 11 (1), 83-123.
- BRAVO, J. M. (2021). IDD and Distribution Risk Management. Insurance Distribution Directive (AIDA Europe Research Series on Insurance Law and Regulation, (Cilt 3). (P. Marano, K. Noussia Düzenleyenler) Italy, 349-369.
- ÇINAR, Ö. (2009). Tüketici Hukukunda Haksız Şartlar (1. b.) İstanbul.
- DEUTSCHER REISEVERBAND E.V (2016). Stellungnahme zum Referentenentwurf des Bundesministeriums für Wirtschaft und Energie vom 21. November 2016 für ein Gesetz zur Umsetzung der Richtlinie (EU) 2016/97 des Europäischen Parlaments und des Rats vom 20. Januar 2016 über Versicherungsvertrieb, 1-6.
- ERDOĞAN, M. (2008). Teoride ve Uygulamada Fiyat Farklılaştırması Stratejileri. Afyon Kocatepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 10 (1), 219-242.
- EKDİ, B. (2010). Ürün Bağlama ve Paket Satışlar Yoluyla Hakim Durumun Kötüye Kullanılması. Rekabet Dergisi 43, 79-129.
- DEVPRAKASH, C. (2023). Scope of Embedded Insurance in Redefining the Indian Insurance Sector. SSRN Electronic Journal, 1-11.
- HUNEBERG, S. (2021) What Can the Insurance Distribution Directive “Offer” the South African Microinsurance Model?. Insurance Distribution Directive (AIDA Europe Research Series on Insurance Law and Regulation, (Cilt 3). (P. Marano, K. Noussia Düzenleyenler) Italy, 219-251.
- KENDER, R. (2021), Türkiye’de Hususi Sigorta Hukuku (17.b.) İstanbul.
- LANDMANN, U. (2024). GewO § 34d Versicherungsvermittler, Versicherungsberater (von Landmann R., Rohmer G., Herausgeber) München, Gewerbeordnung und ergänzende Vorschriften: Gewerbeordnung - Kommentar (93. EL., Band I).
- LOHANI, S., ASTHANA, N., OSAMA, M. (2024). Data Analytics in Insurance Product Management. Journal of Artificial Intelligence General Science (JAIGS), 6(1), 594-599.
- ÖZDAMAR, M. (2008). Sigorta Brokeri ve Hukukî Niteliği. Ankara Üniversitesi Hukuk Fakültesi Dergisi 57 (3), 525-560.
- SANLI, K.C. (1999). Rekabetin Korunması Hakkında Kanun’da Öngörülen Yasaklayıcı Hükümler ve Bu Hükümlere Aykırı Sözleşme ve Teşebbüs Birliği Kararlarının Geçersizliği. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, Özel Hukuk Anabilim Dalı, İstanbul.
- STANKEWITSCH, P. (2024). Tagungsbericht der Fachtagung des Arbeitskreises -Internationales Versicherungsrecht, Versicherungsaufsichtsrecht, Industrieversicherungen, Rückversicherungsrecht- in Obernai 2024, SpV, beck-online.
- REHMAN, I. U. (2024). Seamless İntegration: AI's Contribution to Embedded İnsurance in Property and Casualty. International Journal of Computer Techniques, 10 (2).
- SCHÖNLEITER, U.(2024). GewO § 34d: Versicherungsvermittler, Versicherungsberater (R. Landmann, G. Rohmer, Herausgeber) München, Gewerbeordnung (93. Ergänzungslieferung), beck-online. TEPECİK, F. (2018). Sözleşmelerde Asimetrik Bilgi. AndHD, 4(1), 21-33.
- WİLL, M. (2024). GewO § 34d Versicherungsvermittler, Versicherungsberater (Pielow JC, Herausgeber) München, BeckOK GewO (64. Auflage).
- Elektronik Kaynaklar
- BHAT, A. (2021). Embedded Insurance: Challenges and Opportunities’ (Insurance Thought Leadership, https://www.insurancethoughtleadership.com/customer-experience/embedded-insurance-challenges-and-opportunities, (E.T. 02.05.2025).
- CHUBB. Four Reasons to Add Embedded Insurance to Your Business Model, https://www.chubb.com/ie-en/business/resources/four-reasons-to-add-embedded-insurance-to-your-business-model.html, (E.T. 06.04.2025).
- CLEVENGER, S. (2025). Viewpoint: Turning the Embedded Insurance Challenge Into an Opportunity. Insurance Journal, https://www.insurancejournal.com/news/national/2025/04/28/821436.htm, (E.T. 01.04.2025).
- FARIDI, O. (2020). Embedded Insurance May Offer $3 Trillion Market Opportunity. Crowdfund Insider, https://www.crowdfundinsider.com/2020/12/170222-embedded-insurance-may-offer-3-trillion-market-opportunity-according-to-business-transformation-specialist-simon-torrance/, (E.T.01.05.2025).
- FRITSCH, L. (2022). The Future of Insurance, Embedded Insurance, https://www.embeddedinsurance.com/resources/future-of-insurance, (E.T. 25.05.2025).
- LUSARDI, G., GRANDE, V. (2024). Embedded Insurance Through Regulation and Digital Innovation. DLA Piper, https://www.dlapiper.com/en/insights/publications/derisk-newsletter/2024/embedded-insurance-through-regulation-and-digital-innovation (E.T. 06.04.2025).
- IHK OSTWESTFALEN ZU BİELEFELD (2024). Annexvermittler – Versicherungsvermittler in Nebentätigkeit nach § 34d Abs. 8 GewO, https://www.ostwestfalen.ihk.de/fileadmin/Dokumente/Sach-Fachkunde/Versicherungsvermittler/Annexvermittler_-_Versicherungsvermittler_in_Nebentaetigkeit_nach____34d_Abs._8_GewO.pdf, (E.T. 05.05.2025).
- JIA, R. (2024). Digital Platform Ecosystems in Insurance: Connecting with Customers in New Ways. The Geneva Association, (https://www.genevaassociation.org/sites/default/files/2024-09/digital_platform_report_0925_final.pdf E.T. 06.06.2025).
- JUNQUEIRA, T., NÁSSER, I. (2023). Embedded Insurance: Opportunities and Risks. Financier Worldwide Magazine, (https://www.financierworldwide.com/embedded-insurance-opportunities-and-risks, (E.T. 14.04.2025).
- KIERS, A., VAN WEENEN, R.(2023). Embedded insurance products: Regulatory considerations. DLA Piper, (https://www.dlapiper.com/en/insights/publications/2023/10/embedded-insurance-products-regulatory-considerations, (E.T. 05.04.2025).
- NORMAN, J. (2024). The Promises and Drawbacks of Embedded Insurance. Sedgwick, https://www.sedgwick.com/blog/the-promises-and-drawbacks-of-embedded-insurance/?loc=eu, (E.T. 16.04.2025).
- PAYSET (2024). What Is Embedded Insurance, (https://www.payset.io/post/what-is-embedded-insurance, (E.T. 01.05.2025).
- PWC LUXEMBOURG (2016). Insurance Distribution Directive-Set for 23 February 2018, but Need to Act Now!, https://www.pwc.lu/en/insurance/docs/pwc-insurance-100216.pdf, (E.T. 01.05.2025).
- SCHILLING-SCHULZ C. (2022) Do Group Insurance and Insurance Intermediaries Require a Licence? Lexology, https://www.lexology.com/library/detail.aspx?g=b4716b7c-fad7-438a-bfe6-24bacba90446, (E.T. 04.05.2025).
- THE FUTURE OF COMMERCE. Embedded insurance: What it is and the future of customer-centric insurance solutions, https://www.the-future-of-commerce.com/2022/03/31/embedded-insurance-definition-examples-benefits/ (E.T. 02.05.2025).
- TRAUM A. (2021). 6 Regulatory Issues Every Company Should Know About Embedded Insurance. Legaltech News, (https://www.law.com/legaltechnews/2021/05/24/6-regulatory-issues-every-company-should-know-about-embedded-insurance/, (E.T. 01.05.2025).
There are 37 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Law of Private Insurance |
| Journal Section | Research Articles |
| Authors | |
| Early Pub Date | June 5, 2025 |
| Publication Date | June 30, 2025 |
| Submission Date | May 17, 2025 |
| Acceptance Date | May 31, 2025 |
| Published in Issue | Year 2025 Issue: 7 |
